SKAdNetwork

SKAdNetworkとは？

SKAdNetwork is a mobile advertising attribution framework developed by Apple. It was designed to give advertisers a way to measure campaign performance on iOS while respecting user privacy. Rather than tracking individual users, SKAdNetwork works at an aggregated level, providing install and conversion signals without exposing any personal data.

SKAdNetwork became the central framework for iOS attribution following Apple's App Tracking Transparency (ATT) rollout in 2021, which significantly limited access to the IDFA (Identifier for Advertisers). For mobile marketers running iOS campaigns, understanding how SKAdNetwork works is no longer optional. It is fundamental.

If you would like to learn more about SKAdNetwork, you can also read この記事 that explains what SKAdNetwork is in depth.

How SKAdNetwork Works

SKAdNetwork operates through a defined flow between ad networks, app developers, and Apple. Here is a simplified breakdown:

1. A user sees an ad served by a participating ad network
2. The user installs and opens the advertised app
3. The app registers a conversion value with Apple using the SKAdNetwork API
4. Apple validates the install and sends a postback to the ad network with limited attribution data
5. The ad network shares that data with the advertiser or MMP

The main thing to understand about SKAdNetwork is that data is not sent in real-time. There is a timer-based delay built into the postback or callback process, so the data returned is intentionally limited. You receive a campaign ID and a conversion value, but no user-level identifiers.

This is a very fundamental shift from traditional attribution, where individual click and install events could be matched precisely. SKAdNetwork requires a different approach to measurement and optimization.

SKAdNetwork Conversion Values

One of the most important and most discussed aspects of SKAdNetwork is the conversion value. This is a 6-bit value (ranging from 0 to 63) that the app sets to communicate post-install activity back to the ad network.

Because you only get one value with a limited update window, you need to decide upfront what you want to measure. Common approaches include encoding:

• Revenue tiers (e.g. users who spent above a certain threshold)
• Engagement milestones (e.g. completing a tutorial or reaching a level)
• Retention signals (e.g. returning on day 2 or day 3)

How you configure your conversion values has a direct impact on the quality of the signal you get back. A well-designed conversion value schema gives your campaigns the data they need to optimise. A poorly designed one wastes a scarce resource.

SKAdNetwork Versions and Updates

Apple has continued to evolve the SKAdNetwork framework since its initial release. Each version has introduced improvements to address limitations in the original design.

SKAdNetwork 4.0 was different from all other versions, as it was a significant step forward. Multiple conversion windows allow for a more complete picture of post-install behavior, and the hierarchical source identifier gives advertisers more granular campaign data while still protecting user privacy.

Challenges of SKAdNetwork

SKAdNetwork solves an important problem but it comes with real limitations that every iOS marketer needs to plan around:

Delayed Postbacks

Data is not sent in real time. Postbacks are delivered after a timer expires, which means there is an inherent lag between a campaign running and receiving measurable feedback.

Limited Data Granularity

You receive a campaign ID and a conversion value. User-level data, creative-level data, and publisher-level data are not available through SKAdNetwork alone.

Conversion Value Constraints

With only 64 possible values, you are forced to prioritize what you measure. You cannot capture everything, so your schema needs to reflect your most important business signals.

Attribution Window Limits

The conversion value update window is time-limited. Once it closes, no further post-install activity can update the signal sent to your ad network.

Understanding these constraints is the first step to building a measurement strategy that works within them rather than against them.

SKAdNetwork and Probabilistic Attribution

Because SKAdNetwork provides limited, aggregated data, many marketers use it alongside probabilistic attribution to fill in the gaps. Probabilistic attribution uses signals like device type, OS version, and IP address to model likely attribution when deterministic data is not available.

Used together, SKAdNetwork and probabilistic modeling give a more complete picture of iOS campaign performance than either approach alone. The right balance depends on your app, your campaign scale, and your measurement priorities.

How Tenjin Supports SKAdNetwork

Tenjin is built to help mobile marketers navigate SKAdNetwork without losing visibility into campaign performance. As a leading MMP, Tenjin has developed a robust SKAdNetwork solution that makes iOS attribution manageable and actionable.

With Tenjin, you can:

• Configure and manage your SKAdNetwork conversion value schema directly in the dashboard
• Receive and process SKAdNetwork postbacks across all major iOS ad networks
• Combine SKAdNetwork data with other signals for a more complete view of campaign performance
• Analyse SKAdNetwork results alongside your Android and cross-platform data in one place
• Export raw SKAdNetwork data via DataVault or Raw Data Exporter for deeper analysis

You can learn more about how Tenjin as a mobile measurement partner can take the complexity out of SKAdNetwork reporting in our SKAdNetwork documentation. 

Related Terms

• App Tracking Transparency (ATT)
• Attribution Window
• Conversion
• Advertising ID (IDFA and GAID)
• Mobile Measurement Partner (MMP)
• Callbacks
• Attribution
• Return On Ad Spend (ROAS)

よくある質問

SKAdNetworkとは？

SKAdNetwork is Apple's framework for measuring mobile app install campaigns on iOS without tracking individual users. It attributes installs and conversion events to ad campaigns using aggregated postbacks rather than user-level data, making it the primary attribution method for iOS in a privacy-first environment.

Why does SKAdNetwork matter for mobile marketers?

Following Apple's ATT rollout, access to the IDFA was significantly restricted. SKAdNetwork became the primary way to measure iOS campaign performance without relying on individual user identifiers. Understanding and configuring it correctly is essential for anyone running iOS user acquisition campaigns.

How does Tenjin support SKAdNetwork?

Tenjin provides a full SKAdNetwork solution including conversion value schema management, postback processing, and reporting across all major iOS ad networks. You can analyse SKAdNetwork data alongside your broader campaign metrics in one dashboard and export raw data for further analysis.